This idea is archived

CASE STUDY - Driving record sales through Blyk mobile dialogue

Provided by Blyk UK
Dizzee Rascal's new single 'Dance wiv me' promoted on Blyk's mobile service.

What was the Challenge / Background of the Campaign?

"Dance wiv Me" is a non-album single released by Dizzee Rascal, featuring Calvin Harris and Chrome. Blyk delivered a introductory teaser message to music fans handset. On the day of the release respondents to the teaser were re-targeted with an exclusive free mobile wallpaper of the artist.

What was the Campaign Objective?

Promote the launch of Dizzee Rascal's new single. Drive sales of the new single and help get it to No.1 in the UK charts. Support Dizzee's independent record label Dirtee Stank. Build excitement and anticipation around Blyk's music offering amongst members and enhance Blyk's music credentials for delivering the most relevant music content.

What was the Solution?

Two weeks before the release music fans were sent an introductory teaser message. A simple but effective SMS saying, "Are you feeling Dizzee..?" (No formal introduction was needed). On the day of the release respondents to the teaser were re-targeted with an exclusive free Dizzee mobile wallpaper. The messages included key retail touch-points where members could purchase the single or pre-order the full CD version. Two days later into the release week, Blyk sent a simple but effective appeal to - "help Dizzee get to number one".

What were the Results?

The introductory SMS teaser hit nearly 60,000 music fans. 39% of which responded, 70% of whom said they were feeling Dizzee and expressed excitement in the prospect of Dizzee Rascal being on Blyk. On the day of the release 34% of respondents of the teaser then opted into receiving the mobile wallpaper. All 60,000 music fans were then re-targeted with the 'Help get Dizzee to number one' message, 2 days after its release. Dizzee did reach number one in the UK, selling 40,000 copies in week one. Blyk found that 2500 members had bought the single (that is 6% of Dizzee's total)

What were the Key Learnings of this Campaign?

Fans were given the chance to 'ask Dizzee anything'. The most frequent running theme throughout the questions surrounded Dizzee's view on UK knife crime. "What are your feelings on Britain's current 'knife culture' and what do you think can be done to stamp it out." Blyk members react really well to opening up conversations and stating opinions on teen life in the UK.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k100,000 profiled members.16-24's by location & interests.
16 - 24Female
Male
AB
ABC1
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service